Sara Lee Drops `Light` In Weighty Word War

Nobody doesn`t like Sara Lee ``light`` cheesecake, except the attorneys general of nine states. To them, light is heavy.

So Sara Lee Corp. announced Tuesday it had dropped the word ``light``

from its whipped dessert products rather than fight a costly legal battle with the nine states, including Illinois.

The Chicago-based food product firm said it signed an agreement with the officials under which it will no longer use the word light in the packaging and advertising of its French Cheesecake, Strawberry French Cheesecake, Chocolate Mousse and Strawberry Mousse desserts.

In addition, the company said it will pay the attorneys general $80,000 to help defray the costs of their year-long investigation into alleged misleading food advertising claims.

The accord with Sara Lee is one of a number of agreements that have been reached between food companies and the attorneys general of Illinois, Wisconsin, Iowa, Minnesota, Missouri, New York, Texas, California and Massachusetts.

The states banded together to challenge food companies and other types of manufacturers that they believed were using words or claims in their advertising that were untrue, unsubstantiated or designed to mislead the public.

The attorneys general started the investigation because the claims in some of the advertising brought to their attention were not covered by federal law. They have threatened to sue firms that refuse to change or drop questionable terms or claims from their advertisements.

Sara Lee had advertised its line of whipped dessert products as ``Light Classics.``

``The word `light` appeared in small print (on packaging) to describe a line of whipped desserts,`` said T. Patrick Costello, president of Sara Lee Bakery`s retail division.

``The word referred to the desserts` texture,`` he said. ``These products were formulated to respond to consumers who prefer authentic whipped French-style cheesecakes and mousses.

``We believe this (the attorneys generals`) objection has no merit in fact, but we decided to settle because it will save us additional costly legal expenses,`` Costello added.

To the attorneys general, the word was misleading because consumers, by and large, interpret the word ``light`` to mean ``low in calories.``

As a result of the agreement, Sara Lee will not use the word ``light`` to describe its bakery products, except under circumstances described in the agreement, Costello said.

In fact, Costello said, Sara Lee had ``unilaterally`` decided to drop the words ``Light Classics`` from its whipped dessert line before the attorneys general informed the firm about their objections to use of the word ``light.`` The decision was implemented earlier this year, he said.

The company said recipes for all the products in question will remain unchanged.